Information Campaign in the Media Field for Family Well-being

The information campaign in Armenia, with messages on equality in the family, responsible fatherhood and violence prevention, has had more than two million views on social networks. The information campaign, implemented in cooperation with the WCC ART and UNFPA  within the framework of the “Awareness Raising: Steps Towards Family Well-being” project, was part of the second phase of the “EU 4 Gender Equality: Together against gender stereotypes and gender-based violence” programme.

During the campaign, Tovmas Arakelyan, a theologian and deacon of the Armenian Apostolic Holy Church, blogger and producer prepared 11 short videos (reels) dedicated to the equality of women and men in the family, responsible parenting, and the prevention of unacceptable methods in raising children. The reels were distributed on Instagram, TikTok, Facebook and YouTube. As a result, each video recorded about 200,000 or more views. The comments section of these reels has become an active discussion platform, contributing to raising awareness of the stereotypes and existing problems prevalent in the public regarding issues related to family well-being, which in turn will contribute to the review and expansion of work on these topics in the future.

 The “Awareness raising: steps towards Family well-being” project is implemented within the framework of the second phase of the “EU 4 Gender Equality: Together against gender stereotypes and gender-based violence” programme (phase 2), funded by the European Union, implemented jointly by UN Women and UNFPA, in collaboration with the World Council of Churches Armenia Round Table Foundation. The content of this publication is the sole responsibility of the WCC Armenia Round Table Foundation, and it does not necessarily reflect the views of the European Union, UNFPA, and UN Women.